Landing Page Optimization

Landing page optimization is the practice of continuously improving elements on a landing page to improve conversions. This can include anything from the landing page headline and CTAs to how the page copy and how the page is structured. Read about landing page optimization best practices and see examples from top companies around the web.

There’s nothing more annoying than browsing online, clicking an ad you’re interested in, and being directed to a poorly designed landing page that doesn’t offer you what was promised in the ad. People are impatient. If your landing page doesn’t correspond to the ad they clicked or they can’t easily see the benefits offered and […]

When you’re trying to get people to spend on your service, it’s hard to imagine there’s anything more persuasive than a money-back guarantee. But, according to an experiment run by one of the world’s most well-known marketers, it’s at best the second-most compelling thing you can offer. The Test When Neil Patel’s website, QuickSprout.com, reached […]

UX (User experience) can be very time-consuming, done right it’s an ongoing process of continuous iterative tweaks and refinements. The aim of the game being to make a product, site, culture and experience that your audience LOVE. That sounds like hard work but never fear! There is some juicy low hanging UX fruit to be […]

You’ve heard it all before when it comes to creating high-performing landing pages: “Write engaging copy!” “Get your value proposition right!” and the list goes on.

All of these “best practices” can become obvious, and you see everyone writing about them. So have you ever asked yourself, What if these best practices aren’t true? What if they’re actually hurting my landing page conversion rates?

I have — and here are three landing page best practices I want to debunk.

The homepage is often the highest traffic page on an ecommerce site. This single page is responsible for building trust, driving sales, and creating lifelong customers.

Creating an effective homepage can be a difficult task. If you have hundreds or thousands of products in dozens of categories, it can be difficult to put together a homepage that effectively showcases your products without being too overwhelming.

To help provide advice on the latest ecommerce homepage design best practices, we reached out to over a dozen experts in the ecommerce space who shared their best tips on how to create an effective homepage.

One of the most high-impact ways to boost top-of-the-funnel conversions is through A/B testing and therefore optimizing your landing pages. Landing page optimization is a method of improving your landing page design to increase engagement, generate more leads, and produce more desired actions. Landing pages are lucrative places to focus your optimization efforts because they are the hub of lead generation efforts for your business, and quite often, they’re templatized. Uncovering a win on one landing page could lead to exponential wins on similar landing pages as well.

Here are some key ingredients to help you build a well-optimized, high converting landing page.

One of the most important components of a successful optimization program is velocity – the ability to build a test, run it, collect data, and put that data into action quickly. Velocity helps optimization programs gain traction and garner executive support. The faster you get up and running, and the faster you can build and execute tests, the faster you can start proving value with results. BONUS: It can also make a whole lotta cash money. Take Smarter Travel’s story, for instance.

You may have heard that keeping your ad consistent with your landing page is good. But is that a myth? And if it isn’t, how can you quantify the impact of this symmetry? In early 2013, we performed an experiment on our Pay Per Click landing page aimed at answering these questions.

Our goal was more to answer an interesting question than to find a conversion lift, but we were pleasantly surprised to discover that making our landing page mirror our ads led to a tremendous lift in conversions.

VacationRoost, a travel company that manages multiple travel-lodging sites for visitors searching for rental properties, destinations, or deals, increased conversions across multiple pages at once instead of one at a time.